Marketing your Mobile Presence
Serge Milbank
@stream20 @eumeus
About Stream:20
Digital Sales
Planning
Digital
Organisation
Digital Sales
Toolkit
Digital Sales
Delivery
Optimising your b...
Who we work with
Retail Finance
Gaming
Telecoms
Travel Entertainment
Publishing
Technology
Utilities
My theory on when digital is interesting and boring
Interesting
(Fundamental Shifts)
• Seismic shifts in
capabilities
• If...
My theory on when digital is interesting and boring
Interesting
• Building
websites &
eCommerce!
• SEO & Email
Boring
• Bu...
Stream:20 Digital Benchmarking categories
Digital
Benchmarking
Delivery
Channel
marketing
Display
Email
Social
PPC
SEO
Aff...
BasicAverageAdvancedMobile Web Review
MOBILE
SITE
5
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
1
STRATEGY TRACKING DATA PROMOT...
DB
score
Mobile site Tracking , Analytics
5
Full adaptive mobile site
developed following an earlier
responsive design. Yo...
Planning realities in mobile
20%-50% of
traffic is now
mobile Conversion is
often up to
50% lower on
mobile
How to approach the problem - organisational
Marketing Product
Marketing Product
TRADITIONAL
MARKETING
GROWTH
MARKETING
• ...
How to approach the problem - organisational
Marketing Product
Growth team
• Technical marketers
• Developers reporting to...
DB
score
Promotion Data
5
Cross channel activity builds awareness
of our mobile offer and helps drive
activity through to ...
Mobile channels
OFFLINE
QR Codes
Bluecasting
SMS/MMS
Traditional offline channels
Enablers
• Mobile conversion tracking
• ...
Awareness
Generates
demand
Consider
Keeps you in
the frame
Purchase
Captures
demand
Push Channels
Display Email Offline
Pu...
DB
score
Creative Strategy
5
Mobile site is endorsed by your
brand and marketing teams and is
a truly integrated experienc...
App Review
BasicAverageAdvanced
5
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
1
2.2
DIST. TRACKING PROMOTION DATA CREATIVE STRA...
Mobile and App channels
MOBILE
Organic search
Paid search
Mobile ad networks
Social media
Email marketing
Affiliates
Conte...
Discover
Install
Usage
Purchase
Awareness
Generates
demand
Consider
Keeps you in
the frame
Purchase
Captures
demand
Crossi...
Leveraging enablers in mobile
Enablers = Conversion
• Mobile conversion tracking
• Mobile analytics
• User segmentation > ...
Social and the K Coefficient
• VK – Visitors plus referred
visitors from network
VK 1000 visitors £1 CPA Effective CPA
V0 ...
CONVERSIONPOINTThe real challenge is cross platform activity
Call CentreMobile WebApp
Ecosystem
MARKETING
Web Retail
CONSU...
The real challenge is cross platform activity
Call CentreMobile WebApp
Ecosystem
Web Retail
CONSUMERMARKETINGBUSINESS
NOW
THEN
Fundamental shifts in mobile
One device
Multi-device Instant
Subscription
/large outlay
Micro-
payment
DEVICE SPE...
Conclusions
• The benchmark group – shows still very early days in
mobile
• Opportunities exist to get well ahead – depend...
Thank you
serge.milbank@stream20.com
www.stream20.com
@stream20 @eumeus
Upcoming SlideShare
Loading in …5
×

Marketing your Mobile Presence

468 views
404 views

Published on

A guick overview of opportunities afforded to the current mobile marketer. Presented at the digital marketing show 2013 by Serge Milbank.

Presentation includes:
1. Overview of where most companies are in their mobile marketing journey
2. Planning realities in mobile: what is the immediate focus
3. Structuring a mobile marketing team and the relationship it needs to have with product development
4. Mobile Marketing channels outside of marketing: Organic search, Paid search, Mobile ad networks, Social media, Email marketing, Affiliates, Content marketing, Aggregators
5. Approaches to building up a mobile marketing channel strategy
6. Mobile and App marketing channels - outside of traditional channels
7. Crossing the divide between marketing ecosystems
8. Leveraging enablers in mobile
9. Social and the K Coefficient
10. The real challenge is cross platform activity
11. Fundamental shifts in mobile

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
468
On SlideShare
0
From Embeds
0
Number of Embeds
88
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing your Mobile Presence

  1. 1. Marketing your Mobile Presence Serge Milbank @stream20 @eumeus
  2. 2. About Stream:20 Digital Sales Planning Digital Organisation Digital Sales Toolkit Digital Sales Delivery Optimising your business structure and skillsets for digital success Ensuring the correct toolkits are implemented for success Providing innovative strategic support and analysis to drive your digital sales function Driving incremental revenue across Desktop/ Mobile/Tablet The Performance-Driven Digital Marketing Consultancy We push up your KPIs by delivering excellence London • Munich • San Francisco
  3. 3. Who we work with Retail Finance Gaming Telecoms Travel Entertainment Publishing Technology Utilities
  4. 4. My theory on when digital is interesting and boring Interesting (Fundamental Shifts) • Seismic shifts in capabilities • If you use them quickly, you get ahead of the competition • It represents risk taking Boring (Marginal Gains) • Small step changes in lots of capabilities • Everyone has access to the same technology – its about implementing better • Sound fundamentals of digital marketing
  5. 5. My theory on when digital is interesting and boring Interesting • Building websites & eCommerce! • SEO & Email Boring • Building websites & eCommerce • Blackhat & Spam Interesting • Online Marketing • PPC, CPA Display, Affiliates, eCRM Boring Online Marketing Brand bidding, HPTO, leadgen, link building Interesting • Mobile, Big Data & Content strategy • Omnichannel
  6. 6. Stream:20 Digital Benchmarking categories Digital Benchmarking Delivery Channel marketing Display Email Social PPC SEO Affiliates Emerging channels Offline to online eCommerce Conversion UX Self care Mobile web Mobile apps Planning Forecasting Segment. & Data Planning Attribution Pricing & Offers Acquisition Strategy Retention Strategy Content Marketing Retargeting Strategy Toolkits Performance Reporting ESP Affiliate network Ad Server Analytics Organisation Structure & resource KPI ownership & alignment Supplier management 29 core areas (score of 0-5) 155 factors where you can achieve marginal gains (score of 0-5) 4 pillars (score of 0-5) Overall score (score of 0-5)
  7. 7. BasicAverageAdvancedMobile Web Review MOBILE SITE 5 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 1 STRATEGY TRACKING DATA PROMOTION CREATIVE 3 2.9 3.1 2.2 2.8 2.4
  8. 8. DB score Mobile site Tracking , Analytics 5 Full adaptive mobile site developed following an earlier responsive design. You are now able to share content across device and also tailor content based on mobile vs. online. Full tracking and analytics across the site, all pages and entry points 4 3 Online site is optimised for mobile devices and is a responsive design based on screen size & resolution Basic tracking used. Desktop analytics provide insights into devices usage 2 1 No mobile site No tracking used Competency Spectrum Advanced Basic Competitive 3.0 3.1
  9. 9. Planning realities in mobile 20%-50% of traffic is now mobile Conversion is often up to 50% lower on mobile
  10. 10. How to approach the problem - organisational Marketing Product Marketing Product TRADITIONAL MARKETING GROWTH MARKETING • Separate teams • One role is to build, the other is to attract traffic • Requests go into a workstack, maybe you will see it in 3 months • Leverages the ability of the product itself to get new visitors • Using the product itself, each time someone comes to the site, they bring their own network of relationships
  11. 11. How to approach the problem - organisational Marketing Product Growth team • Technical marketers • Developers reporting to marketers, not product development • Work on marketability of the product Product Team • Current team • Work on product improvement Marketing Team • Traditional Marketing outputs
  12. 12. DB score Promotion Data 5 Cross channel activity builds awareness of our mobile offer and helps drive activity through to the mobile site Mobile customers fully integrated into database to form a single customer view. Data is also collected for mobile numbers as part of any registration both on and offline 4 3 Limited promotion of the mobile site through one to two media channels Some ability to draw conclusions from analytics on customer value, behaviour of mobile customers, transactions etc. but data is very high-level and is never truly accurate against other channels 2 1 No mobile promotion is place. Users typically only find our mobile offering via a redirect or by accident No data integration & limited customer insight generated from mobile web. Organisation lacks the insight to gain any momentum from the mobile channel to help produce any further budget contribution Competency Spectrum Advanced Basic Competitive 2.4 2.2
  13. 13. Mobile channels OFFLINE QR Codes Bluecasting SMS/MMS Traditional offline channels Enablers • Mobile conversion tracking • Mobile analytics • User segmentation > personalisation • Localisation • Other Device capabilities • Short codes MOBILE Organic search Paid search Mobile ad networks Social media Email marketing Affiliates Content marketing Aggregators
  14. 14. Awareness Generates demand Consider Keeps you in the frame Purchase Captures demand Push Channels Display Email Offline Pull Channels AffiliatesPPC SEOAggregators Engagement Channels Social Retargeting Email • Converts interested demand • Respond to demand that is ready to buy in the marketplace • Drive demand in the marketplace • Engages prospects in the marketplace REACHTRAFFICPROSPECTSCONV Building up Marketing Channels Convert Website Mobile Web Mobile App Retail Content
  15. 15. DB score Creative Strategy 5 Mobile site is endorsed by your brand and marketing teams and is a truly integrated experience Clearly defined long term strategy across all devices, platforms and innovations with clear road map of how the organisation plans to adopt mobile 4 3 The mobile site ties in to wider user experience of the brand. User experience has been tested & optimised Mobile strategy in place but is focused on device rather than offering 2 1 The look and feel of the mobile site is not reflective of your site. The user experience is poor e.g. not thumb friendly. Brand guidelines or treatment is not adhered to. No long term strategy for mobile web in place - reactive not proactive in adapting any strategy for mobile Competency Spectrum Advanced Basic Competitive 2.8 2.9
  16. 16. App Review BasicAverageAdvanced 5 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 1 2.2 DIST. TRACKING PROMOTION DATA CREATIVE STRATEGY DEV. 2.6 2.0 2.4 1.8 2.4 2.5 2.3
  17. 17. Mobile and App channels MOBILE Organic search Paid search Mobile ad networks Social media Email marketing Affiliates Content marketing Aggregators APPS App stores App recommendation sites Pay-per-install networks App giveaway Pre-loads Push notifications Facebook App Install ads App to App Enablers • Mobile conversion tracking • Mobile analytics • User segmentation > personalisation • Localisation • Other Device capabilities • Short codes OFFLINE QR Codes Bluecasting SMS/MMS Traditional offline channels
  18. 18. Discover Install Usage Purchase Awareness Generates demand Consider Keeps you in the frame Purchase Captures demand Crossing the divide between ecosystems Push notifications App to App APP ECOSYSTEM MOBILE WEB ECOSYSTEM App stores App recommendation sites Pay-per-install networks App giveaway Pre-loads Facebook App Install ads
  19. 19. Leveraging enablers in mobile Enablers = Conversion • Mobile conversion tracking • Mobile analytics • User segmentation > personalisation • Localisation • Other Device capabilities • Short codes Marketing Product GROWTH MARKETING • Leverages the ability of the product itself to get new visitors • Using the product itself, each time someone comes to the site, they bring their own network of relationships
  20. 20. Social and the K Coefficient • VK – Visitors plus referred visitors from network VK 1000 visitors £1 CPA Effective CPA V0 1000+0 = 1000 1000 £1.00 V0.1 1000+100 = 1100 1000 £0.91 V0.2 1000+200 = 1200 1000 £0.83 V1 1000+1000 = 2000 1000 £0.50 V2 1000+2000 = 3000 1000 £0.33 V3 1000+3000 = 4000 1000 £0.25 • Reality is your app will not go viral • Your goal is to get it above 0, to get effective CPA down Viralgrowth
  21. 21. CONVERSIONPOINTThe real challenge is cross platform activity Call CentreMobile WebApp Ecosystem MARKETING Web Retail CONSUMER
  22. 22. The real challenge is cross platform activity Call CentreMobile WebApp Ecosystem Web Retail CONSUMERMARKETINGBUSINESS
  23. 23. NOW THEN Fundamental shifts in mobile One device Multi-device Instant Subscription /large outlay Micro- payment DEVICE SPEED TRANSACTION All inclusive One unit CONSUMPTION CHALLENGE Cross Platform Tracking Single Data Source Marketing Margin Product development STARTING POINT Use Cases & KPIs Data Audit Commercial plan Product plan Days/hours
  24. 24. Conclusions • The benchmark group – shows still very early days in mobile • Opportunities exist to get well ahead – depending on where you are in your area of development • Marketing the mobile presence is about layering up effective channels from pull, to engagement to push • Mobile as cross platform needs to be embraced • Structured planning will help you define where to go
  25. 25. Thank you serge.milbank@stream20.com www.stream20.com @stream20 @eumeus

×